Brand Visual Identity

Visual identity is the packaging or wrapping on a brand. It can be described as an empty vessel: the message of Westminster’s
brand core fills it with meaning. When used consistently and over time, the images can take on and represent the
meaning we fill them with.

Our Logo

Our logo is bold, independent, and confident. We honor our tradition as we reflect the modern mountain west.

Download Logos

Primary Logo

The primary logo is the W icon stacked over the logotype. It is to be used as the first option for the majority of
collateral.

Secondary Logo

The secondary, or horizontal logo, is the W icon with the logotype aligned on the right. The logotype is also left-justified
rather than centered. The secondary logo should only be used in situations where the primary logo is not a desirable
option.

W Icon

The W icon may be used on its own for social media and less formal applications, such as t-shirts.

Small Scale W Icon

The W icon, in any version of the logo, may scale down to 1 inch before it is required to drop the 1875 from the
shield. Below 1 inch, use the small scale W icon.

Color

Night

PMS 274 C

CMYK 100, 100, 34, 36

RGB 33, 21, 81

HEX #211551

Copper

PMS 10134 Metallic

CMYK 0, 55, 86, 43

RGB 157, 88, 31

HEX #9D581F

Snow

PMS White

CMYK 0, 0, 0, 0

RGB 255, 255, 255

HEX #FFFFFF

Flint

PMS Black 6 C

CMYK 100, 79, 44, 93

RGB 16, 24, 32

HEX #101820

Birch

PMS 9064 C

CMYK 0, 2, 12, 0

RGB 241, 241, 222

HEX #F1F1DE

Thistle

PMS 265 C

CMYK 51, 61, 0, 0

RGB 144, 99, 205

HEX #8252C7

Sky

PMS 306 C

CMYK 75, 0, 11, 0

RGB 0, 181, 226

HEX #00B5E2

Typography

Primary Typography

The primary typefaces for Westminster are Cera and Mercury. The two should be used for all professional, print, and
marketing pieces.

Secondary Typography

The secondary typefaces are Lato and Merriweather. The two may be used campus-wide, by students and faculty when
the primary faces may not be available.

Lato

Merriweather

Photography

More than any other element of the brand, photography has the power to communicate nuanced emotion and complex narratives
in an instant. Avoid stock photos, paid models, overly posed set-ups or artificial emotion. Celebrate real people,
natural light, unexpected moments, and genuine feeling.